Monday, May 8, 2017

Episode #028

Emmy Award Winner KEN LEVINE Tips on Keeping the "SHOW" in Show Biz

Ken Levine holds the distinction of being the first (and perhaps ONLY)Emmy Award winner to be our guest.

He was a top on-air radio DJ using the air name "Beaver Cleaver" on some great heritage CHR stations in markets like San Diego and LA. With Ken's success, this moniker was later adopted by countless copycats.

Later, he moved to TV and Film, both as writer and director, advisor and director for top hits like M*A*S*H, Cheers, Frazier, Everybody Loves Raymond, the Simpsons, Dharma and Gregand many others.

Then, he was able to fulfill a lifetime dream, doing play-by-play for Major League Baseball teams including the Baltimore Orioles, Seattle Mariners and San Diego Padres. He’s also written a number of laugh-out-loud books.

Just when we thought it was safe to go back to the radio, he returned to radio as co-host of KABC’s Dodger Talk radio ─ along with other Sports Talk shows.

Now, as an instructor at UCLA, Ken has a perspective on media today like few others ─ and hosts a hilarious new podcast, Hollywood and Levine!

With Ken's wit and wisdom, you'll find this episode as entertaining as it is informative.

“To create suspense provide the audience with information,” so said the legendary film director Alfred Hitchcock. To illustrate, he often used this scenario. You show the audience a bomb, an explosive device, under a table. You then show them a couple seated at that table unaware of the bomb. Now the audience has information. They know the unknowing couple is in danger. What’s going to happen? Suspense is created.

The best Radio is performance art. In cases of live or real-time delivery, the challenge is to take advantage of the moment. It’s an opportunity to get the audience involved in the moment. To get the audience interested in what’s going on now and what’s going to happen next.

Steve Goldstein, the programming ace now a rising star in the podcasting space, has suggested a unique difference in podcasting and broadcasting from the listener point of view. In podcasting, or any on demand audio, tune in or listening happens from a beginning. Contrast this with broadcast which is linear and “joined in progress.” Steve’s suggestion is spot-on. Think about it.

Broadcasters need to be mindful of what’s happening on the listener side of the radio. You’re driving a bus, one which people are constantly getting on (and getting off). Give those on the bus reasons to stay on and make those getting on feel good about their choice. Give those getting off a reason to get on again. Provide the riders – your audience - with information which encourages interest, promotes engagement (continued listening).

The well-crafted tease is an excellent solution in promoting a critical element of great Radio - forward momentum. The best teases are arresting, they capture audience attention and interest. They involve the listener getting them to think “what’s going to happen next?”

Here’s the test. Would the tease get your attention? Would the tease keep you tuned in? “Coming up, Bruno Mars and Ed Sheeran” would likely fail that test. Write teases from this frame of mind. You are taking the audience behind the scenes and giving them the inside on what’s coming to your stage next. Engage their imagination. Tease.